As we can see, Artificial Intelligence (AI) penetrates any business branch or department, from automating factory work to developing areas previously thought untouchable by machines. But as a specialist in the field of online marketing, I can’t help but let my mind wonder about how AI and machine learning can affect search engine optimization (SEO) environment.
We’re already seeing the beginnings of a full-scale SEO AI revolution and search marketers are scrambling to keep pace with the changes. But first let’s understand artificial intelligence. It usually has three different classifications:
- Artificial Narrow Intelligence (ANI)
- Artificial General Intelligence (AGI)
- Artificial Super Intelligence (ASI)
They tell, “search engines,” but they think to Google most of the time. Bing, Yahoo!, DuckDuckGo and other engines hold only a portion of the internet user base, and most of their programs are largely based on Google’s. But our main concern is, how will Google implement AI in the future to change the way the average user searches work?
Google has traditionally modified the algorithms with two main aims in mind:
- Improve user experience: Google want users to find their responses, and access correct, valuable content. This is an essential and complex category; Google must not only refine how its search engine operates, but also how it identifies, organizes and reviews content quality on the internet.
- Retain and keep users on Google: If users use it, Google makes profit, so remain on the web for as long as possible. In a future segment we can see why that is necessary.
Google is already using machine learning in a few different ways and it’s just a matter of time before improves.
Rank Brain, Artificial Intelligence and Machine Learning
RankBrain, machine learning based software update of Google’s Hummingbird algorithm was introduced in 2015. In 2013, the Hummingbird upgrade originally rolled out of capabilities for “semantic search.” It was built to analyze user questions rather than correct content; instead of prioritizing valid match keywords, Hummingbird enabled Google to recognize synonyms, similar terms and more. This was the step in the right direction, because it meant people could find better information, so keyword stuffing could no longer run hidden from search optimizers.
RankBrain was a change that enabled Google to research massive amounts of user search data and to refine its understanding of user phrases automatically. This focused primarily in lengthy, complicated or hard to understand sentences, eventually raising them to a degree duration and simplicity that the algorithm could accommodate more comfortably. Since then it has been auto-updating and developing.
This is a significant example of how search will develop in the future. I feel that we’ll see further algorithm improvements built to self-update based on machine learning feedback rather than seeing manual adjustments after manual improve. That is much easier and less costly than getting all the job done by humans.
Content Quality and Link Quality
I expect that we will see big AI developments introduced to better understand the nature of the search optimizers’ information and connections.
References and material are the focal points of most SEO techniques. Google Studies references to measure domain and page level authority, typically, the more links a site has linked to, and the stronger those links are, the higher it will rate. Similarly, in SERP rankings, good-written, more appropriate materials tend to rise and relate to web users. Good material and better links mean that you will end up with a higher return on investment (ROI) for your SEO strategy.
For now, Google’s tools for measuring the material and links’ subject “quality” are good – but they could always be improved. Gradually knowing what makes good content “good” would be easier for an AI agent than depending on a manual agent which codes certain parameters into a program.
Google has also made great strides to individualize the outcomes of its queries. If you are looking for the same word in Phoenix, Arizona and Cleveland, Ohio, you are likely to get radically different results. You might also get different results depending on your search history, and even Google’s demographic information regarding you “knows.”
Such attempts at individualism are impressive and limited right now. Yet Google could be willing to use AI to create more complex forecasts in the near future. Google may be able to recommend keywords or search results before you even know you need them based on your previous searches and search data from millions of other users like yourself.
Artificial Intelligence (AI) is becoming increasingly prevalent in the digital marketing environment every year and let’s marketing professionals gain insights from the results. The advertisers already have exposure to artificial intelligence, machine learning or other predictive analytics tools through core marketing innovations such as CRM or marketing automation.
SEO is not left behind, and advanced analytics technologies enabled by AI should lead to customer acquisition and improve the top-of-the-funnel activities.
The SEO Process involves many tasks. It starts with evaluating the purpose of the customer and the method of competition to create the relevant content. Then an essential part of SEO is to track results, test new strategies, improve and repeat. With assistance from the Artificial Intelligence and Machine learning platform, most of these operations could be streamlined and scaled.
Several examples where AI has the potential to help SEO work day to day:
- User Interest and Market Analysis – Automated product search and market quality analysis to recognize gaps and keywords.
- SERP Analysis – SERO tracking of goal keywords to identify pattern and insight into the intervention to be taken.
- Automated studies with the SEO and efficiency of websites – AI model could automatically apply improvements to various website pages to increase the organic presence and traffic on the website.
As you’ve heard, there will be a lot of changes to the effect of AI on SEO, and there’s no way you can go about improving your website until you understand the basic Artificial Intelligence principles. It’s also the best time to brush up the Digital Marketing Techniques to meet the new criteria.